The shoe is the hands down winner of online sales in the USA, as confirmed by the “US Luxury e-commerce Report” of the NPD Group, which has footwear accounting for 50% of all online sector sales, while the rest is equally divided between accessories and apparel. On average, every customer spends 794 dollars (+4% over last year) compared to the 716 dollars spent on apparel. At the same time, online footwear purchases are more frequent that other sector purchases, with shoe purchases made 1.6 times per year. Sales trends point towards the shoe as the present-day fashion status symbol: “Style was once defined by bags – explains the NPD head analyst, Marshal Cohern – now it is the shoe that determines style”.

Over the last four years, always according to the NPD report, online sales increased by 50%, with sneakers arriving at double-digit figures that were once again reconfirmed at the beginning of 2019, thanks to the projects proposed by leading designer labels and new brands. Who are the consumers of e-tailer platforms? A younger and more ethnically diversified group of individuals attracted by what the Internet has to offer and famous stylists.